PERT PLUS SHAMPOO: STOP THE SUFFERING

Credits:

Advertiser/Client: PROCTER & GAMBLE
Product/Service: PERT PLUS SHAMPOO
Advertising Agency: LEO BURNETT BEIRUT
Country: LEBANON
Media Agency, City: STARCOM MEDIAVEST GROUP, Beirut
Country: LEBANON
Advertising Agency: LEO BURNETT BEIRUT
Country: LEBANON

Credit Details:
Name Position Company
Bechara Mouzannar Regional Executive Creative Director Leo Burnett Beirut
Ghida Younes Creative Director Leo Burnett Beirut
Areej Mahmoud Art Director Leo Burnett Beirut
Yasmina Baz Art Director Leo Burnett Beirut
Amin Kurani Copywriter Leo Burnett Beirut
Rana Najjar Copywriter Leo Burnett Beirut
Jad Jureidini Account Director Leo Burnett Beirut
Sarah Ezzeddine Account Executive Leo Burnett Beirut
Haytham Dayeh Regional Account Director Leo Burnett Jeddah

Insights, Strategy and the Idea:
We were asked to create a campaign to launch a new hair-fall control variant for Pert THAT WOULD compete against at least 6 other anti-hairfall SHAMPOOS that launched before us. Talking to a young audience we decided to answer USING AN observation of human behavior: How does it feel when you LOSE your hair?

Creative Execution:
To support our campaign, we invaded bathrooms in Universities, Malls, Theaters, Restaurants, Cafe's and Pubs, and intervened in sinks, where you will always find a fallen hair. A transparent waterproof sticker simulates a hair reaching out from the drain struggling to avoid being flushed in by the water. Part of the hair is treated to stay loose and unstuck to the surface enhancing the drama as it wobbles with the flowing water.

Results and Effectiveness:
In only 7 weeks, we had met our business objectives. The sticker was the talk of the town and a subject of conversation when people came back from the bathroom to their tables, “Did you see the fallen hair for Pert Plus in the sink?”